Avnet Electronics Marketing EMEA, a business region of technology distributor Avnet Inc. (NYSE: AVT), Phoenix, AZ, plans to combine the sales forces of its two semiconductor distribution organizations, SILICA and Avnet Memec, into one company.

The close sales collaboration of SILICA and Avnet Memec in some countries (Austria, Switzerland and Iberia) will be extended to all of EMEA in order to enhance selling strength. The new, combined organization will be led by Mario Orlandi, the president of SILICA.

Both distributors already collaborate at the back end (IT, Finance, Operations, Asset), but demand creation activities, technical marketing and application support will remain separate and the Memec name will be retained to help drive specific marketing and demand creation efforts.

“Making SILICA and Avnet Memec one company across Europe with two distinctive demand creation forces will help us drive scale and focus for many exclusive manufacturer relationships,” said Miguel Fernandez, president of Avnet EM EMEA.